- Temu, a US shopping app owned by Chinese e-commerce giant Pinduoduo, ran a commercial during the Super Bowl.
- It’s rare for a Chinese company to buy Super Bowl advertising space, which costs millions of dollars.
- But Temu’s efforts highlight its ambition to break into the US e-commerce market.
- The commercial, which aired during the first and third quarters of games between the Philadelphia Eagles and Kansas City Chiefs, was titled “Shop Like A Billionaire”.
Advertising spots during the Super Bowl cost millions of dollars. Temu, a US shopping site launched by PDD Holdings Inc. China, placing a 30-second advertisement during a game titled “Shop Like A Billionaire,” highlights its ambition to crack the international e-commerce market.
Jevone Moore | Sportswire icon | Getty’s image
Temu, a US shopping app owned by Chinese e-commerce giant Pinduoduo, ran a commercial during the Super Bowl.
It’s rare for a Chinese company to buy Super Bowl advertising space, which costs millions of dollars. But Temu’s efforts highlight its ambition to break into the US e-commerce market, following in the footsteps of another Chinese online shopping firm, Shein.
That commercial, which aired Sundays during the first and third quarters of games between the Philadelphia Eagles and Kansas City Chiefs, was titled “Shop Like A Billionaire.” It follows a young woman who is amazed by the cheap prices of clothes and accessories that Temu offers.
“The prices blow me away. I feel so rich. I feel like a billionaire. I shop like a billionaire,” reads the ad’s jingle.
Pinduoduo, which said Monday it had officially changed its name to PDD Holdings Inc, is one of China’s largest e-commerce companies that rivals Alibaba and JD.com. Companies tend to focus on low-income consumers by offering products at deeply discounted prices. And has focused on bringing agricultural products, such as vegetables, onto its platform to differentiate from its competitors. The company is valued at around $116 billion.
Pinduoduo quietly launched cross-border shopping site Meet in the US in September, CNBC reports. This application quickly gained popularity and was ranked second in the Apple App Store and first in the Google Play Store.
In the week to January 29, the gross merchandise value, or transaction value at Temu, was $46 million, a record high, according to market research firm YipitData..
Temu sells products in several categories ranging from fashion to electronics. It’s currently offering free shipping for a limited time as part of its Super Bowl promotion as well as what it calls “Game Day Deals.”
Chinese e-commerce companies from Alibaba to JD.com and now Pinduoduo have attempted to expand overseas in recent years. PDD Holdings said on Monday that it would start shipping to Canada this month.
But other tech companies are also eyeing a multi-billion dollar piece of the global e-commerce pie. ByteDance, the Chinese parent company of short video app TikTok, launched a fashion website called If Yooou last year. Currently shipping to UK, Spain, Italy, Germany and France.
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